Chipotle has taken a risky marketing strategy, but one that is likely to be popular among Millenials. Both the Church and marketers have failed to reach these young people in the past because the slick campaigns that worked with their parents just appeared to them to be inauthentic. The marketing challenge for Chipotle will be convincing their audience that they embody the cultural critique that they are communicating. I’m not a marketing guy, so you would do better reading the marketers’ commentary if we want to think about what Chipotle is doing here.
I’m more concerned with what these story tellers can show us about the values of the Millennials that they are targeting. I’m not going to provide much commentary on the content that is best available here, so you really should watch it before you read what I think the Church can learn.